© 2006 thomson-wadsworth chapter 18 marketing nutrition and health promotion

© 2006 Thomson-Wadsworth

Chapter 18

Marketing Nutrition and Health Promotion


Learning Objectives

• Develop a marketing plan.• Conduct a situational analysis.• Describe how to apply the four P’s

of marketing to the development of a marketing strategy.

• Explain how social marketing is used to promote community interventions.


Introduction

• The same basic principles are behind both the commercial and social approaches to marketing.

• The aim of both approaches is to strengthen the fit between the products, services, and programs offered and the needs of the population.

• Marketing is for everyone, regardless of their job description.


What Is Marketing?

• Peter Drucker is credited with demonstrating the benefits of marketing to business.

• Selling and promotion are only part of marketing.


What Is Marketing?

• Marketing - the process by which individuals and groups get what they need and want by creating and exchanging products and values with others.


What Is Marketing?

• Social marketing – Draws on many of the techniques and

technologies of commercial marketing, but seeks to increase the acceptability of an idea, a practice, a product, or all three among the target population.

– A strategy for changing consumer behavior and it combines the best elements of consumer behavior theory with marketing tools and skills.


What Is Marketing?

• Purpose of marketing = to find a problem, need, or want and to fashion a solution to it.

• Solution to the problem, need, or want is outlined in the marketing plan.


Develop a Marketing Plan

• Marketing plan outlines the steps for achieving the goals and objectives of the overall intervention strategy and program plan.

• Describes how and in what form the nutrition and health messages will be delivered to the target population.


Steps in Developing a Marketing Plan

• Determine the needs and wants of the target population because marketing always starts with the customer.– Ideas about the needs and wants can be

gleaned from the community needs assessment and from focus group sessions.

– Additional information can be collected by asking questions of the target group.



• Specify the benefits of the product or service to the target population.



• Conduct a situational analysis.– Analyze your potential market, the

environment in which your product or service will be positioned, and the competition.

– Select a target market which will be the primary, distinct customer group for your product, program, or service.

– You may want to split your target population into smaller groups at this point in time.



• Develop a marketing strategy for ensuring a good fit between the goals and resources of the organization and the needs and wants of the target population.


Steps in Developing a Marketing Plan – Marketing Strategy

• The marketing strategy specifies a target market and four distinct elements known as the four P’s:– Product– Place– Price– Promotion

• Requires setting goals and objectives to indicate what the marketing strategy is expected to accomplish.



• Develop a budget and timetable.• Implement the plan according to

the original design and then evaluate its effectiveness.


Conduct a Situational Analysis

• Situational analysis - a detailed assessment of the environment including an evaluation of the consumer, the competition, and any other factors that may affect the program or business.


Conduct a Situational Analysis

• This step is sometimes referred to as a SWOT analysis which stands for:– Strengths– Weaknesses– Opportunities– Threats


Getting to Know Your Market

• Categories of consumers:– Users of services who are the clients

themselves.– Referral sources that include

physicians, social workers, teachers, and former clients.

– Other decision makers such as family members and third party payers.


Market Research: Target Markets

• Each target market should be viewed as a separate and different audience.

• Ideally you would develop a specific marketing strategy for each target audience.

• Actual and potential markets should be divided further into distinct and homogeneous subgroups, which is a process called market segmentation.


Market Segmentation:The 45+ Consumers


Market Research: Target Markets

• Market segmentation offers several advantages:– A more precise definition of consumer

needs and behavior patterns.– Improved identification of ways to provide

services to population groups.– More efficient utilization of nutrition and

health education resources through a better fit among products, programs, and services and consumers.


Market Research: Market Segmentation

• Market research enables community nutritionists to target specific groups in terms of their geography, demography, and psychography.



• Four classes of variables are typically used for market segmentation:– Geographical segmentation - grouping of

people according to the location of their residence or work.

– Demographic segmentation - grouping based on such variables as income, age, sex, occupation, family size, religion, marital status, and life cycle stage.



• Four classes of variables (continued):– Psychographic segmentation - based on

criteria such as personal values, attitudes, opinions, behavior, lifestyle, and level of readiness for change.

– Behavioristic segmentation - based on such criteria as purchase frequency and occasion, benefits sought, and attitude toward the product.


Steps in Market Segmentation/Target Marketing



• The situational analysis demands a significant amount of market research which includes the use of both primary and secondary data.



• Primary data - new data collected for the first time through random sampling surveys, questionnaires, and qualitative methods such as focus groups.

• Secondary data - data gathered by government agencies, private market research companies, and nonprofit organizations.



• Sources of secondary data– Federal government: Bureau of Labor

Statistics, Census Bureau, National Center for Health Statistics

– Private market research companies: A.C. Nielsen, America’s Research Group


Analyzing the Environment and Watching for Trends

• Such issues include health care reform, legislative and regulatory changes, shifting demographics, and the competition.

• General age of the target area is also influential in determining needed programs.



• Analyzing the Competition– You must now determine how your existing

competitors are positioned in the marketplace and identify their strengths and weaknesses.

– Your aim is to find a market niche for your program or service in which your strengths can be matched with the needs of your particular target market.



• Analyzing the Competition (continued)– When you set your product or service

apart from other providers in the same market, you improve your competitive edge.

– Examples of competitive edge include the following:• Your area of expertise.• Your professional image.• Your size, location, and customer service.


Develop a Marketing Strategy

• The 4 elements of the marketing strategy are usually referred to as the marketing mix.

• The development of the appropriate marketing mix should result directly from the analysis of the consumer, environment, and the competition.


Develop a Marketing Strategy

• Successful marketers get the right product, service, or program to the right place at the right time for the right price.


Product

• All of the characteristics of the product or service that are to be exchanged with the target market, such as:– Style– Special features– Packaging– Quality– Brand names– Options designed to fit the needs and

preferences of the target market


Product

• The product or service is viewed as a collection of tangible and intangible attributes that may be offered to a market to satisfy a want or need.

• In community nutrition, the product is often a service to be delivered.– These services should be of high quality,

tailored to fit the needs of the target market, and adapted to meet the consumers’ social characteristics.


Place

• The actual location where the exchange takes place.

• Accessibility, convenience, and comfort for the client are criteria to consider.

• Also includes the channels of distribution required to deliver the product or service to the consumer.– Distribution channels vary depending on the

target market and service provided.


Price

• Both tangible costs and intangible commodities that the consumer must bear in the marketing exchange.– Tangible costs - fee for service.– Intangible commodities - time,

effort, and inconvenience.


Price

• You must persuade the consumer that the benefits to be received outweigh the perceived costs.

• Incentives can be offered to increase motivation and facilitate consumer participation.

• Costs can be reduced (less waiting time) or prices can be discounted to certain groups.


Promotion

• The organization’s informative or persuasive communication with the target market.


Promotion

• Promotion has 4 objectives:– To inform and educate consumers about the

existence of a product or service and its capabilities.

– To remind present and former users of the product’s continuing existence.

– To persuade prospective purchasers that the product is worth buying.

– To inform consumers about where and how to obtain and use the product.


Promotion

• Advertising - any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

• Sales promotion - coupons, free samples, point-of-purchase materials, and trade catalogs.


Promotion

• Personal promotion - can be done through small group meetings, counseling sessions and nutrition classes, displays and booths at health fairs, and telephone conversations with the public.

• Public relations - used to create a positive image of an individual or organization.– a.ka. publicity


Promotion

• Publicity Tools – Articles in newsletters or newspapers– Informational brochures– Radio and television interviews– Internet Web sites– Public service announcements (PSAs)– Direct mail– Word-of-mouth


Brand Name Dietetics

• Brand image – A mirror reflection of the brand

personality or product being marketed

– What people believe about a brand: their thoughts, feelings, and expectations

• Branding Works


Brand Name Dietetics

• Approaches in beginning the brand-creation process:– Getting one’s name out there– Eye-catching logo– Discovering a niche market– Accepting speaking engagements– Consulting marketing

communications specialists


Monitor and Evaluate

• Evaluation is the key to the success of any marketing program.

• Methods: – Tracking changes in volume or net profit– Referral sources– Customer satisfaction

• Marketing is an ongoing process and situations change, sometimes affecting your marketing strategy.


Social Marketing: Community Campaigns for Change

• Makes a comprehensive effort to influence the acceptability of social ideas in a population, usually for the purpose of changing behavior.– Examples: public service messages

produced by electronic and print media such as messages intended to change behavior related to hypertension, teenage pregnancy, and drug use.



• Marketers identify 4 types of behavior change, listed in order of increasing difficulty:– Cognitive change - a change in knowledge

and is the easiest to market.– Action change - the individual must first

understand the reason for change and then invest something of value to make the change.



• 4 types of behavior change (continued):– Behavior change - costs the consumer

more in terms of personal involvement on a continuing basis.

– Value change - the most difficult to market; an example would be population control strategies to persuade families to have fewer children.



• Social marketing seeks to bring about changes in the behavior as well as in the attitudes and knowledge of the target audience.



• Social marketing can be applied to a wide variety of social problems but is particularly appropriate in three situations:– When new research data need to be

disseminated.– When counter-marketing is needed to offset

the negative effects of a practice or promotional effort.

– When action is needed to move people from intention to action.


Social Marketing at the Community Level – Pawtucket Heart Health Program (PHHP)

• The PHHP “Know Your Cholesterol” campaign was one of the earliest cholesterol awareness and screening efforts.

• Objectives for the campaign were formulated based on national random sampling data of both the general population and physicians.



• Early program development steps included a pilot test of a self-help “nutrition kit” on lowering cholesterol levels and pretesting of the SCORE (screening, counseling, and referral events) protocol at the community hospital.

• In the marketing mix, SCOREs were initially priced at $5 per person for both an initial and follow-up measurement.



• Price reductions and specials were also offered.

• The essential components of the campaign’s marketing strategy were integrated into the ongoing activities of the PHHP.



• During the first 2 years of the project, over 10,000 persons had their blood cholesterol measured, were given information on dietary management of high serum cholesterol, and were referred to physicians when necessary.

• A survey of local physicians showed they were more aggressive in initiating either diet or drug therapy than physicians in the neighboring community.



• The researchers concluded that informed consumers had influenced changes in their physicians’ treatment of high serum cholesterol levels.


Motivating Children to Change Their Eating and Activity Habits

• “Eat Well & Keep Moving” – Applied the principles of social

marketing in the development of a program to improve the nutrition status and health of children



• Goals and Objectives– Decrease students’ consumption of

total and saturated fat– Increase their intake of fruits and

vegetables– Reduce television viewing– Increase moderate and vigorous

physical activity



• Target Audience– 479 4th- and 5th-grade students in 6

intervention and 8 matched control elementary schools in Baltimore

– 85% received free/reduced-price school lunch

– > 90% were African American



• Rationale for the Intervention– Multifaceted program encompassing

all aspects of the learning environment

– Varied approach helped reinforce important messages, and increased the chance that students would eat well and be physically active throughout their lives



• Methodology– Using the interdisciplinary approach, the

curriculum was integrated into the core subjects over 2 years

– 13 lessons on nutrition and health-related fitness concepts

– 4 of the lessons involved children practicing a “safe workout” routine

– 5 supplementary physical education lessons were taught



• Methodology (continued)– Activities related to program goals:

• Freeze My TV • 3 At School and Five a Day • Walking Clubs

– Educational materials established links to school food service

– Families received nutrition and fitness information

– Teachers were motivated through a wellness session during teacher training



• Results– Students rated the lessons and activities

highly– 100% of responding teachers said that they

would utilize the program again– Diet was evaluated with 24-hour recall

measures– Significant decreases in % of total calories

from fat/saturated fat



• Results (continued)– Significant increase in fruit and

vegetable consumption– Marginal reduction in television

viewing– Student knowledge on nutrition and

healthful activity increased significantly



• Lessons Learned– Consider the school constituents’

needs, constraints, and motivations. – Obtain inputs from teachers, food

service staff, principals, students and parents.

– Keep the program inexpensive.


A Marketing Plan for “Heartworks for Women”: Case Study 1

• The team responsible for the nutrition intervention in the “Heartworks for Women” program reviewed results of – the community needs assessment, – the goals and objectives for the

intervention strategy, – and the program goals.



• Specific needs and wants of the target population were identified, such as: – wanting to feel better, – look better, – and not have a heart attack.

• The benefits of the program addressed these needs and wants.



• The objectives for the marketing strategy were designed to meet the broad goals outlined for the program:– Increase women’s awareness of the

relationship of diet to CHD risk.– Build skills related to heart-healthy

eating and cooking.



• The marketing mix for the program focused on worksites and universities as the primary gates for delivering program messages and promoting the program.

• Promotion of the program occurred through brochures, posters in company cafeterias, press releases, the painted city bus, and the Internet Web site.


Marketing Timetable



• Summative evaluation conducted at 6 months after the launch determined that: – only 35 companies had signed on for

the program, and – most of these were large companies

with a human resources department and more than 200 employees.



• The marketing strategy and program format were redesigned to be attractive to women who worked in light manufacturing companies with no human resources department and fewer than 100 employees.

• Adjustments in the marketing strategy would be made again in another 6 months when another evaluation was planned.


Entrepreneurship Leads the Way

• The challenge for the present decade will be to use the marketing strategies described here to remind consumers of the benefits of good health and to motivate them to make behavior changes.

• The important thing is to stay focused on the needs and wants of the consumer of health promotion activities.



• Consumers can and should be grouped into smaller, better-defined categories, and the Internet makes one-to-one marketing a reality.

• Mass marketing is giving way to selective, target marketing.



• Tomorrow’s consumer promises to be: – an independent thinker, – highly educated and sophisticated, – demanding, – a seeker of innovation, – and a pursuer of wellness.

• Marketing helps capture this changing profile, and entrepreneurship helps plan for it.


The Art of Negotiating

• Principled negotiation– Main precept = a decision about an

issue should be based on its merits, not on what each side says it will or will not do.



• 4 basic elements of principled negotiation:– People - Separate the people from the

problem.– Interests - Focus on interests, not

positions.– Opinions - Generate a variety of

possibilities before deciding what to do.– Criteria - Insist that the result be based on

some objective standard.



• Separate the People from the Problem– Deal with relationship goals and

problem goals separately– Recognize emotions and give them

legitimacy



• Focus on Interests, Not Positions– Interests motivate people to reach

certain decisions– Begin by defining your own interests– Allow the other participants to define

theirs– Work through the discussion until

mutual interests are identified



• Consider a Variety of Options– Bring the participants together to

brainstorm about potential solutions and options

– Consider the interests of both parties

• Use Objective Criteria– Type of criteria you use will depend on the

nature of the issue being negotiated– Choose an objective standard that all

parties are comfortable with



• Build Good Relationships– Do we want to work together?– Are we reliable?– Do we understand each other?– Do we use our powers of persuasion

effectively?– Do we communicate well?



• Work toward Success– Outcome advances both parties’

interests– Seen as fair– Efficient use of everyone’s time– Neither party feels at a disadvantage– Solution will be implemented

according to plan

© 2006 thomson-wadsworth chapter 18 marketing nutrition and health promotion

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